wedding blogs vs magazines in the uk rose veil credit cardI almost had a crisis of faith in wedding blogging recently. It was one of those scary moments that hit you sometimes – I picked up a wedding magazine (that wasn’t the scary bit) and it wasn’t what I expected.

Wedding magazines were all about big brands and vaguely old fashioned trends, I thought. The appeal of the big wedding blogs is always from being edgy and challenging, alternative and fresh – tearing away from the boring old wedding mags.

For a moment my quick flick through the wedding magazines made me wonder if the press had finally caught up: they were quirky, full of red shoes and wellies, bunting and ideas for making weddings a bit different.


I sat down to think about what makes wedding blogs so special, and within minutes I fell in love with the UK wedding blogs all over again. Here’s what makes us so different from the traditional wedding press, and why UK wedding blogs will grow and grow but NEVER lose their appeal.


A quick post simply to share my smile with you this morning.

I just had a call from a local free Wedding Magazine. The girl who called sounded a little bored, but read her script nicely, explained that the magazine was looking for people who do wedding stationery to advertise in the magazine and they’d “come to me first”… hee, really?

I explained that I don’t do wedding stationery, I only provide a calligraphy service.

Cue a little pause and more interest from the telesales girl: “Ooh, is that where you do the dancing, like the first dance and stuff?”

I’m afraid I said yes. But not to the advertising.



Your Manchester Wedding magazineThis naughty wedding blogger has a confession to make: I broke my own rule and took out a press ad for my wedding calligraphy business today. So – does anyone need a second-hand soapbox? I’ll have to stop blogging about how I never advertise in the wedding press!

However… the guys from Your Manchester Wedding magazine persuaded me. In November I’d spoken to Natasha from their advertising team. I’d told her – and she’d taken some very detailed notes which Conan* read back to me today – their mag was “very advertising heavy” and I’d asked a bag of awkward questions about circulation and distribution of the mag. We had a long chat and I remember taking copious notes at the time but I didn’t want to advertise.

Your Manchester Wedding MagazineSince that call though, I’ve had the mag in my orders folder and flicked through it regularly. It’s had my attention for a lot longer than any of the national wedding magazines have ever grabbed me – and if even I’m still reading a wedding mag four months later, it can’t be bad!


Aha. Market research. Best practice, essential for a successful wedding business.

So they say. And although I’m hugely proud of my marketing degree, I don’t always do everything they told me – market research has always got the better of me. I know what it is, I’m well aware I should do it, but I have to hold my hands up and admit that as far as my wedding business is concerned, I’ve blagged it and got lucky despite doing no research – or at least minimal research with a very informal approach. Naughty.

Nonetheless, I’m very aware that my business could do much better with a little research under its belt. I know a bit about my customers, and a bit less about the potential wedding calligraphy customers out there who aren’t buying from me.

What is market research for wedding businesses?

There are two methods of researching: primary research is asking potential customers for opinions and experiences, basically doing it yourself. That’s the hard way. Secondary research is finding results other people have done, articles, statistics etc. you can gather your research from.


The wedding market is huge: over 200,000 marriages a year in England and Wales (source: government stats). As a wedding supplier you’d be naïve to try and sell to all of those brides. And you can save a fortune on advertising if you’re selective: It’s always easier to segment the wedding market, and to target a particular segment.

Where to start segmenting the wedding market

All you have to do is mentally identify a few groups of brides: it’s dead simple. Different ways to segment the wedding market are:

  • Demographically: into groups by budget, by religion, by age etc.
  • Geographically: into groups by physical location
  • Behaviourally: into groups based on personality, lifestyle, social class etc.

For example, you could identify a segment of alternative brides who are not religious and live in Lincolnshire, if that suits your business.

What do you need market segments for?

Defining the particular market segments to target can really help you focus on your business and marketing strategies.


An old marketing classic mantra is Product – Price – Promotion – Place. It can be helpful to write a sound marketing strategy around these four words.

Before I start, the one thing I always bear in mind is that a wedding marketing strategy can be reviewed. If you make a detailed plan and after a month you realise something has changed, review your strategy. Nothing’s written in stone, and you’re the boss after all!

Example: marketing strategy for Jenny’s home based wedding jewellery business


Jenny designs and makes handmade crystal and wire jewellery sets. She plans to create understated and pretty designs, exclusively bridal styles (mainly white and ivory with a small range of colour options for more adventurous brides). She will offer a bespoke design service based on minor alterations to her main collection.


Jenny’s bridal jewellery will be affordable for brides spending less than £5k on their wedding budgets. The collection will have a price range for individual pieces from £20 to £120. Jenny’s target order value will be £50 – £200, with most brides ordering a set (necklace, earrings and bracelet, for example). Jenny believes her customers are price-sensitive due to high competition.


Hi! is being created to inspire you to plan the perfect wedding.

I’m Claire, from and I have been imagining for months in the back of my mind. At last my ideas are on paper, and today the new blog / website is here!

In the weeks to come you’ll see pictures of English weddings, venues, decorations, features, themes… watch this space. It’s going to be wonderful.

Claire x

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Modern blue styling ideas with calligraphy for an alternative beach wedding (18)

Image credit: Oobaloos Photography

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